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Chinese Consumer Behavior in the Mobile Phone Market: Nokia Case
Gotland University, School of the Humanities and Social Science.
Gotland University, School of the Humanities and Social Science.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

To become successful in China is a challenge not every international company can cope with. The competition is cruel as everyone struggle for a larger piece of share. Some manage to find the “secret” formula, others simply are left behind. Still, the market is too big to be neglected and extremely unpredictable to be easily handled. Nokia has proved to be foreseeing and wise enough to not only enter that market, but also climb up the ladder of success and stay there for a decade. This work aims to give a clear and thorough picture of Nokia’s successful strategy in penetrating the Chinese market. It follows and explains the steps Nokia took back in the days in building strong brand awareness and thousands of loyal customers in the face of the Chinese consumer. Its purpose is not only to tell the story of success, but also to teach important lesson future investors and perhaps give a precious insight into the topic. The Chinese market needs to be studied and analyzed as well in order to build a better understanding for it. We need to find out how they feel, what they think and what factors influence their behavior and finally how to approach them. A series of different research methods like secondary data, personal and group interviews, and online survey will be used here. The approach in this study will be inductive, where specific theory will be developed based on research.

Place, publisher, year, edition, pages
2011. , 52 p.
Keyword [en]
Chinese market, Nokia, a challenge, competition, successful strategy, consumer behavior, influence, inductive
National Category
Business Administration
URN: urn:nbn:se:hgo:diva-966OAI: diva2:422282
Subject / course
Business Administration
Educational program
Master Program in International Management
2011-05-30, Visby, 15:23 (English)
Humanities, Theology
Available from: 2011-06-14 Created: 2011-06-11 Last updated: 2013-07-01Bibliographically approved

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Zhou, NaShanturkovska, Gergana
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